Moschino

Moschino is an Italian luxury fashion house founded in 1983 by designer Franco Moschino in Milan. The brand quickly became known for its irreverent, ironic, and highly conceptual approach to fashion. Unlike traditional luxury houses focused on restraint and heritage, Moschino built its identity on satire—turning everyday symbols, pop culture references, and even fashion itself into playful commentary. Under Franco Moschino, the brand challenged the seriousness of the fashion system with slogans, exaggerated silhouettes, and unexpected materials, often blending humor with sharp critique. This “anti-fashion” spirit became its signature language. After Franco Moschino’s death in 1994, the brand continued under the creative direction of Rossella Jardini, who preserved its playful identity. Since 2013, Jeremy Scott has led the house, pushing its pop-culture aesthetic further with bold, cartoon-like collections inspired by consumerism, advertising, and global icons. Today, Moschino operates across ready-to-wear, accessories, fragrances, and couture lines (Moschino Couture), maintaining its reputation as one of fashion’s most theatrical and self-aware luxury brands.